Paid Search, a Google Hangout Recap, 9/27/16

by • October 5, 2016 • #SEMPOchat, Featured, Paid SearchComments (0)1990

Facebooktwittergoogle_pluslinkedinmail

Recapped by:

Andrew Foster, Owner / Head of Accounts at Foster Ideas

Hangout Intro:

Hangout Topic: Paid Search

Hangout Date:  9/27/16

Participants/Panel:

LuRae Lumpkin, EVP Strategic Development

Benjamin Smith, Digital Marketing Consultant

Manny Rivas, VP of Client Services

 

Top Takeaways:

•  Companies should take a mobile-first approach to everything they do online, ensuring the customer experience is friendly on a mobile device. Being able to bid more when a user is physically close to your business and also call-only ads have been effective conversion techniques as opposed to traditional web forms.
•  Paid search can show advertisers exactly what users are searching for, which provides high quality content marketing ideas.
•  Scripts are helpful to provide custom solutions in place of a third party bid management tool. They can also help to manage budgets across a large portfolio of clients, which becomes complex when managing combined budgets across several search engines.

 

Discussion Points:

How is paid search impacting content marketing?

Paid search can show advertisers exactly what users are searching for, which provides high quality content marketing ideas.  Also, content on landing pages can help to raise quality score of paid search campaigns and lower costs.

What is query mining and how can advertisers use it?

Query mining is the practice of looking at historical reports which show queries that triggered your ads. Looking at the search query report, we can see which queries are driving the most results, then adding them as exact match to better control costs and performance. Queries, different from keywords, show the user’s search intent, which may or may not be different from the keywords that triggered the ads. Important for advertisers’ keywords to closely match users’ search queries.

How important is quality score?

From the client’s perspective, the metric that trumps quality score is cost-per-conversion. Having a high quality score – getting the user to the most relevant information as possible – will ultimately cost-per-conversion.

Have expanded text ads helped to increase your click through rates?

Expanded text ads are unique because they provide two headlines. We’ve had success by adding a call to action or unique offer within the second headline. And frequently, for some businesses like home services companies, users will click the ad to call the business without even going to the business’s website. Overall, more relevant ad copy – and there is more copy on an expanded text ad – will lead to higher click through rates.

What do you think about using scripts?

Scripts are helpful to provide custom solutions in place of a third party bid management tool. They can also help to manage budgets across a large portfolio of clients, which becomes complex when managing combined budgets across several search engines.

What are your thoughts on mobile?

Companies should take a mobile-first approach to everything they do online, ensuring the customer experience is friendly on a mobile device. Being able to bid more when a user is physically close to your business and also call-only ads have been effective conversion techniques as opposed to traditional web forms.

How does cross device conversion marketing affect conversion rates?

Cross device conversion tracking can track users across multiple devices such as their mobile, desktop, and even their TV. Conversion rates can increase when you track users all the way through exploratory phase to purchase.

How do you leverage third party data for audience building?

Third party data is demographic information available for purchase, which allows advertisers to tailor messages specifically to users who are in-market for specific products or services. This data can be pared with programmatic advertising to create highly relevant ads. It is a supplement from proprietary data, for example, users that are cookied when visiting your website.

 

SEMPO Google Hangouts:

SEMPO Chats with Industry Experts are developed by SEMPO’s Education Committee to help industry professionals learn about topics and ask questions in an informal setting. Chats are interactive discussions in Q&A format, conducted as a Google Hangout on Air. All hangouts are streamed LIVE on Google+ or on YouTube (pick your preferred site). Please make sure to add SEMPO to your Google+ Circles so that you can be one of our on-camera participants and receive notifications as Chats are planned. We also encourage you to take the conversation on Twitter at #SEMPOchat.

https://www.youtube.com/watch?v=XpL9W-fD7M4

Presented by the SEMPO Education Committee and Industry Experts, SEMPO Chats cover topics in an open question-and-answer format live on YouTube. This month the theme Local Search. Our committee members and guest speakers will tell us about themselves, dive into the details of the monthly topic, and encourage questions from the audience throughout. If you’re not camera shy, you can join on-air through Google+ during the live event. Otherwise, you can watch below, watch on YouTube, or watch on Google+.

 

Tuesday, October 24th, 2016 at 11 AM Pacific, 1 PM Central, 2 PM Eastern

Save the Date! Download To Your Calendar.

Facebooktwittergoogle_pluslinkedinmail

Related Posts

Leave a Reply

Your email address will not be published. Required fields are marked *